Using Content Marketing And SEO To Reduce SaaS Customer Churn

In the SaaS industry, customer retention is important for sustainable growth. It is so because such industries have a subscription model that reigns supreme. Reducing the rate at which consumers cancel their subscriptions or churn is important to maintain a healthy business. The most efficient strategies to navigate churn include content marketing and SEO. 

Deliver relevant, valuable content and you can keep your customers satisfied and engaged. This leads to a reduction in customer churn rate. Let’s delve more into the concept and tips for reducing SaaS customer churn using content marketing and SEO. 

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What is the Churn Rate?

Customer churn or CC is a business metric that measures the rate at which customers stop doing business with a particular company or stop using their services or products for some time or forever. It is an essential concern, particularly for businesses offering a service or products to customers. These may be B2B SaaS or subscription-based services.

Finding the Content Gaps and Tips to Reduce Churn Rates

“Content gaps are basically holes in your content or missing pieces. Sometimes, no matter how strongly you strategize your content, you may miss some important pain points and questions. That is why your content marketing approach demands revisions every once in a while. It helps you to detect the eventual content gaps and fulfill the demands where needed.” Says Arvind Rongala, CEO of Invensis Learning

In this way, you minimize customer churn as every individual in the buyer journey gets personalized content delivered to them. But the real question is how can you identify those gaps and how can you cover them. Here are some tips and tricks to ensure your B2B SaaS product or service sales are consistent. 

Analyze Customer Feedback

Collect information from your customers even when their questions are very general. Examine the feedback, social media interactions, and support tickets, or even run surveys to see if you miss anything. Find areas where customers are looking for more assistance or information, or ask too many queries. Make sure to take care of their concerns as these can help you fill up the gaps after listening to your customers. 

Map the Customer Journey

“An efficient customer journey map may help you to identify the touchpoints where consumers meet. Every role in a journey may include a different starting point and take some steps on the path to conversion. Analyze the customer journey and find the areas where you have enough content to assist the customers. 

Moreover, you can also clearly see if your content leads to customer frustration or confusion, or if you miss anything. Once you resolve this issue, you instantly reduce the churn risk.” Says Ben Hilton, Managing Director at Switch Jam Digital 

Perform Content Audit

“Every content marketing strategy demands improvements and reevaluation. If you find any increased customer churn and are certain that everything is fine with B2B SaaS products, you may be missing something with your content. Try auditing the current content and see if it fulfills the customer needs adequately. Such a strategy is highly effective and you will be surprised how it can help you discover content gaps.” Says Arvind Rongala, CEO of Edstellar 

During the audits, you will find specific areas or topics that are not properly covered. These opportunities provide continuous value to your customers. Plus, if you fulfill them adequately, the risk of customer churn gets lower. 

Analyze Customer Behavior

“Analytic tools let you gain insight into how your customers behave while visiting your website. Analyze the bounce rate and you will see what makes them frustrated or angry. In this way, you can find the areas of improvement and then you can work on them to improve. Moreover, finds patterns in user engagement and detects the drop-off points. 

There are also heat maps that help to detect if they want a clickable element but you do not have it on your page. Customer behavior is crucial to tell a lot about content opportunities and gaps for improvement. It is up to you to use the right tools and be concerned about this task to expand your content effectively.” Says Alex Taylor, Head of Marketing at CrownTV

Note the Gaps and Create a Plan

“Your content marketing strategy must be great but there may still be something to improve. These are often based on customer churn reasons or content gaps. That is why you must monitor the performance of the old and also newly created content. Focus on finding and bridging the content gaps. You can do so by providing content in different formats that drive more engagement. These may include case studies, webinars, videos, tutorials, ebooks, or blog posts.” Says Rudy Bush, Founder at Wiringo

Using SEO Strategies to Reduce Customer Churn

Search engine optimization or SEO can play a significant role in reducing customer churn. It can do so by increasing the website’s accessibility and visibility in search engines. This enhances targeted traffic and makes it easier for regular readers and potential consumers to find your product.

Emails and Newsletter

Emails and newsletters are quite often used to minimize user churn from online media. It does so by delivering relevant, personalized, and regular communication with readers. You can customize them to the preferences and interests of individual users. Moreover, you can also retarget individuals who have previously visited the website but have not returned for a while or increase their engagement. Plus, it is also a great survey and feedback tool to identify the demands of the target audience.

High-quality Content

“High-quality content is something that customers receive in exchange for their personal data and money. Hence, it is important that the content meets their expectations to keep them engaged. It is known that textual content has to be exciting, engaging, unique, and include valuable insights. The images that first catch attention also play a crucial role. Therefore, they must also meet the style of the brand and complement the textual content.” Says Vicky Cano, Chef & Recipe developer at Mealfan

Real-Life Examples of How Businesses Reduce Their Churn Rate

• Groove reduced its churn rate by 71% after defining Why Customers Quit.
• Telefonica Ireland used Business Intelligence to minimize churn.
• HubSpot reduced the churn rate by increasing its Customer Happiness Index.
• Buffer improved retention via trigger-based emails.

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Conclusion

B2B SaaS content marketing and SEO is an authentic approach to reduce customer churn in the modern landscape. Understand customer demands and effectively deliver educational resources and informative materials. It helps to drive engagement, satisfaction, and loyalty among customers. 

Of course, fulfilling the content gaps and following SEO strategies takes the entire buyer experience to the next scale. Make sure you have the answers to your customer’s burning questions and address their pain points. That is how you reduce the customer churn rates with your content marketing and SEO strategies.